Serving Projects Where Standard Equipment Doesn’t Fit
Joel Liebovits of EQUIP IT
On some jobsites, the challenge isn’t the work itself — it’s getting the equipment where it needs to go. Narrow alleyways, backyard access, and limited clearance can change what equipment can actually be used.
EQUIP IT is a Brooklyn-based tool and equipment rental company serving New York, New Jersey, Pennsylvania, and Connecticut. The inventory ranges from heavy equipment like cranes, forklifts, and scaffolding down to smaller tools and jobsite equipment, with three-hour delivery for projects that need equipment on site quickly.
Among the newer additions to the fleet are spider booms and spider cranes — compact machines designed to reach areas larger equipment can’t.
“You can’t go in with the big boom machine,” said Joel Liebovits of EQUIP IT. “You have the spider booms and the cranes… you could go into the back of the building.”
EQUIP IT offered the equipment before, but demand has grown. Liebovits said more contractors are turning to the spider equipment now, even with the higher rental cost.
“More people are using it now,” he said.
That pattern reflects the company’s repeat customer base more broadly. Contractors return project after project.
“By every new project, they’re using us again,” Liebovits said. “That means our service is really good.”
Beyond rentals, EQUIP IT also handles parts, service, and repairs to keep machinery running on active sites, along with OSHA and equipment training for teams working with unfamiliar equipment.
On-site diesel refueling is available as well, helping keep machinery operational without pulling crews off the job. And during colder months, the company provides heating systems for construction buildings to help projects continue through the winter.
This was EQUIP IT’s third year at OJBA. For Liebovits, one of the most valuable parts of returning is hearing directly from contractors and customers his team works with all year — but rarely sees in person.
“When they come to the show and they give that smile, and they say, ‘Hey guys, you have the best service, you have the best team. I just love working with you guys,’” he said. “Just for that, it pays to come back.”
Hear Joel describe how EQUIP IT approaches equipment rentals, access challenges, and customer service for active construction projects.
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